Robert's Treasure House Furniture Store in Encino
This vintage advertising postcard shows the brightly illuminated storefront of Robert’s Treasure House, once located at 17070 Ventura Boulevard in Encino. Specializing in carpets and furniture, the shop’s nighttime exterior featured a large glowing sign above a display window filled with lamps, upholstered chairs, carpeting samples and other home furnishings.
The reverse side of the postcard invited customers to visit its “unique Carpet & Furniture Shop,” promising a complete selection of home furnishings in a “pleasant, relaxed atmosphere” with “NO high-pressure selling.” The store advertised carpets, draperies, furniture and accessories in contemporary, provincial and Early American styles — a wonderful snapshot of the home décor tastes marketed to Encino residents during the postwar Valley boom.
More than just a postcard, this was essentially a mailed advertisement for a Ventura Boulevard business, using the glow of its nighttime showroom to entice shoppers inside. Like many independent retailers that once lined Ventura Boulevard, Robert’s Treasure House offered a specialized neighborhood shopping experience that has largely disappeared from the modern Valley landscape.
Interestingly, the building at 17060–17070 Ventura Boulevard appears to still be standing today. The once glowing showroom of Robert’s Treasure House has been transformed into modern commercial storefronts, with the corner portion of the building now occupied by businesses including Fancy Body Med Spa and a dental office. While the large illuminated “Treasure House” sign and furniture displays are long gone, the basic low-rise retail building remains part of Ventura Boulevard’s continuously changing commercial landscape.
Comparing the vintage postcard with the present-day street view is a reminder of how many familiar Valley buildings survive long after the original businesses have faded away. What was once a welcoming carpet and furniture showroom is now home to beauty, medical and professional services — a very different use, but still part of the daily life of Encino’s main boulevard.
Postcard Details:
Robert’s Treasure House
17070 Ventura Boulevard, Encino, California
Phone: State 9-0971
Published by Mellinger Studios, Pasadena, California
Postcard No. 3631B
You can view more Encino Postcards here.
You can view more SFV Postcards here.
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Marty Mcfly
Anything and everything about the San Fernando Valley. This blog will take you back in time when the valley was covered with dirt and orange groves to a leader in the space race to its current status as America's suburb. Come along and join me on this adventure, I guarantee you have been influenced/impacted by the San Fernando Valley in one form or another even if you have never visited or heard of the SFV.
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